PEPSICO is piggybacking on the release next month of Lucasfilm’s “Star Wars: Episode I — The Phantom Menace 3D” to promote its Brisk iced tea and juice drinks.
This week, the company is introducing new product packaging and a new mobile game app — featuring Yoda and Darth Maul, characters from the film, originally released in 1999 — created for Brisk’s target market, young adults, particularly males, ages 18 to 29. The initiatives will be the focus of the largest multimedia advertising and marketing campaign that PepsiCo has ever waged for Brisk.
PepsiCo has bottled and marketed Brisk, a Lipton ready-to-drink tea brand, through a joint venture with Unilever, owner of Lipton, since 1991. It has also worked with Lucasfilm to promote the “Star Wars” franchise since 1997.
The new campaign is the brainchild of Mekanism, the San Francisco-based agency PepsiCo hired in 2010 that revived Brisk’s clay-animated commercials from the mid-1990s. The original spots parodied figures like Frank Sinatra and Babe Ruth, while the new Mekanism Brisk ads have featured Eminem — in a Super Bowl XLV commercial — as well as Danny Trejo and Ozzy Osbourne.
Industry observers and executives involved with the campaign say Mekanism’s efforts to increase Brisk’s social media presence and sales have been successful. According to Ian Kovalik, a creative director of Mekanism, the number of Brisk’s Facebook fans has jumped to 950,000 from 10,000 in late 2010.
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